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‘Tis the season to create an unforgettable Christmas display! But how much should you realistically invest if you're unsure of your return? Classic Displays has some key indicators to help you measure the ROI of your commercial Christmas display, ensuring your festive efforts are as worthwhile as they are dazzling.
Christmas is a time of giving, and it's only natural to want a spectacular display that captures the holiday spirit. However, balancing creativity with financial sense is key. Let’s dive into how you can measure the ROI of your commercial Christmas display and make the most of your investment.
One of the major ways you can measure your ROI for your commercial Christmas display is to track the overall turnout of attendees and compare it to previous years. Then, you can determine what may have been the inspiration behind the increase in turnout by looking at where you invested your time and money.
Here are some clear ways you can track your turnout:
If tickets are required for your Christmas display event, you can compare the number of tickets sold/scanned last year and compare it to this year. However, if your event is free, you can use counters at the entrance to track the overall foot traffic.
Website traffic allows you to analyze the visits to your event's website over both years. You can use tools like Google Analytics to show you how many users have visited and interacted with event pages.
Also, online reservations allow you to compare RSVPs, bookings, or sign-ups across both years if your event utilizes these systems. Otherwise, you can also track the turnout with QR codes on your display to track scans and engagement.
You can track likes, shares, comments, and event RSVPs on platforms such as Facebook and Instagram. You can even use unique hashtags to monitor mentions and participation levels!
You can utilize people counters, such as sensors or cameras at the entrances and exits to get an idea of how many attendees came. Or you can use Wi-Fi tracking to measure the number of unique devices present at your event.
A great way to track your turnout is to conduct post-event surveys asking attendees if they also visited the previous year and if they plan to continue to visit in the future. You can further incentivize participation with giveaways or discounts if you choose.
You can coordinate with local businesses and/or sponsors to share their insight on customer traffic, provided they're in proximity to your event.
Request that your staff or volunteers try to estimate crowd density during peak hours and compare it with the metrics from the previous year.
If you're permitted to do so, you can use drones to capture aerial views of the crowd to assess the turnout visually and compare footage year-over-year.
Review local news or media coverage for crowd estimates provided by third-party sources. Don't be afraid to reach out to outlets ahead of time and let them know your event is going to be worth covering!
Perhaps one of the biggest ROIs, other than tangible profit, is seeing where your commercial Christmas events have improved from the previous year. Oftentimes, the more you improve your event each year, the more people will want to attend. To find out how you can improve your Christmas display, there are a few things you should consider:
Reach out to your local community through social media or targeted surveys to see what they’re looking for in a commercial Christmas display. Maybe they want giant
Christmas decorations, maybe they want a more interactive experience, or maybe they want activities that are great for kids and adults alike.
Maybe last year there was no access to hot drinks or snacks, which left your event lackluster for hungry and chilly patrons. You can send out questionnaires with multiple-choice questions or put out a social media post asking for pointed feedback. That way, you can get an idea as you aim to improve if the community at large is enjoying the event.
This isn’t something you need to do right before or after the event either - you can do temperature checks leading up to the season to better prepare yourself for what your attendees are looking for. Checking in early on could help you make some preemptive changes that will help improve your ROI from the previous year.
One of perhaps the clearest indicators that you’ve received a good ROI is if your budget has increased enough that you can propose new elements for your display. We get it - it can feel a little tacky to talk about money. But as you continue to host Christmas events with large commercial displays, your ROI will allow you to continually expand as needed each year, offering bigger and greater visuals.
Say you started with just light displays. Now, this year, you’re able to buy a few bigger ticket items, maybe something like our Mosby Snowman or The Toque. If your budget expands each year and allows you to continue to grow your display, then you know you’re getting a good return on your investment.
This might seem like an odd point, but by making your events more accessible, you’re increasing the ability for people to attend. The more people can attend, the more you’re going to get a bigger ROI.
Accessibility is important because it ensures your events are inclusive, allowing people with physical limitations to attend. While you may be concerned about the cost of accessibility, it’s also essential to keep in mind that you’re opening your event up to a broader list of attendees by making things accessible.
Even if individuals don’t have specific disabilities, having things like park furniture, bins, and bike racks just makes your events more enjoyable. It allows people to sit and enjoy their treats or just have a rest, it allows them to have plenty of places to dispose of waste, and it also allows those who prefer to attend by bike to attend safely.
If you’ve had the ability to make your event more accessible, you can expect that your ROI is going to be bigger in the future.
Classic Displays has an entire array of site furniture you can add to your display to make it more accessible. However, here are some additional accessibility elements you can consider for your next display:
Wheelchair-accessible pathways
Accessible picnic tables
Benches with armrests for support
Sensory-friendly zones
Accessible viewing platforms
Braille signage for display information
Tactile maps of the display area
Rest areas with heaters
Mobility scooter rentals or charging stations
Inclusive play equipment for children
Non-slip mats on pathways
Low-height interactive displays
Wide entrances and exits
Audio description devices for visually impaired visitors
Quiet zones for sensory-sensitive individuals
OK, let’s just get down to brass tax. It’s time to actually discuss the numbers, and by numbers, we mean money. There are a lot of indicators that can help identify a good ROI, but money is what it comes down to.
To get a good idea of your overall ROI, you must break down the following key factors:
The first step is to calculate how much you spent on your display and site furniture. This needs to include everything from the initial design, production, installation, maintenance, and the projected cost of removal. You can use invoices, receipts, or even general estimates if you must, but it’s better to have specific numbers.
Next, you need to calculate the benefits of your display and site furniture. The overall benefit of the collective display is the revenue or profit you expect it to generate. This can be measured by utilizing sales data (perhaps you have a retail display or plan to sell items such as tickets, food, etc.), customer surveys, and other analytical tools. Here are some considerations to keep in mind to measure your ROI:
Sales Volume: Measure the number of units sold or the total revenue generated from your products due to the impact of your display.
Sales Lift: Evaluate the increase in sales that occurs after introducing your display, compared to prior sales or scenarios without it.
Conversion Rate: Track the percentage of customers who purchase your products after engaging with your display.
Customer Retention: Identify how many customers return for repeat purchases after being influenced by your display.
Customer Satisfaction: Assess how your display enhances customer satisfaction with your products and overall shopping experience.
Originally founded in 1977, Classic Displays started as a small operation that designed and produced Christmas holiday displays for local businesses. For the last 46 years, we’ve grown into a multidimensional company that now serves 350+ municipalities, 150+ BIA groups, and other commercial properties. You can trust that we have the knowledge and expertise to help you develop the best commercial Christmas holiday display that’s sure to get you a good ROI.
Christmas is the most magical time of the year, filled with dazzling light displays, stunningly decorated Christmas trees, and enchanting outdoor street decorations that make the holiday season truly unforgettable. Grand, sparkling Christmas trees in malls add a touch of warmth and wonder, capturing the spirit of the season perfectly.
Holiday decor and displays create a magical backdrop for photoshoots. Be it a giant outdoor Christmas decoration in your neighbourhood or sparkling mall Christmas decorations, everything makes shoppers stop in their tracks to capture the moment.
In this blog you will explore top tips to capture your holiday displays like a professional. Whether you are photographing your own home decoration setup or capturing professional commercial holiday displays.
So, grab your camera (or Smartphone) and let us bring your holiday displays to life through the lens!
Lighting is the key! It is important to keep track of time and light when it comes to photographing holiday displays, especially when you are dealing with large outdoor Christmas decorations like a 20-foot Christmas tree.
Golden hours are hours right before sunset as well as blue hours are right after sunset offer the best natural lighting for outdoor shots. The soft, calming natural light during these times highlights the glow of commercial Christmas lights, enhancing the decorations without washing out their brilliance.
See our Monza Tree.
During the nighttime or in low-light photography, longer exposure times are needed which can lead to camera shaking if you’re manually holding the camera. This becomes more difficult if you are capturing commercial-grade Christmas lights.
Always use a tripod to give your camera the stability it needs to capture clear and crisp photos even in low light. A tripod is particularly helpful when photographing high Christmas streetlights or when you are capturing large displays where every twinkle counts.
See our Half Snow Crystal.
To capture the details of Christmas decorations or mall Christmas trees, always keep the following camera setting in mind:
ISO: Keep your ISO low (around 100-400) to avoid graininess.
Aperture: Keep your aperture at a low f-stop setting (e.g., f/2.8). This will give you a nice depth of field and a bokeh effect, blurring background lights slightly for a dreamy effect.
Shutter Speed: Always set a slower shutter speed, especially when photographing professional Christmas lights where a lot of twinkling is happening at night. A shutter speed of 1/60 or slower allows the camera to capture the light glow in more detail.
If you are using a smartphone, do manual settings, or always switch to “Night Mode” that can help adjust these elements for you.
Reflections always amplify the beauty of your holiday decorations. If you are photographing where there are reflective surfaces like a window, a pond, or even shiny ornaments like on a mall Christmas tree, try to capture the decorations with the reflection to get a magical capture.
Many commercial holiday decorations companies use reflective elements specifically for this purpose. Reflections add a unique twist to get a sense of depth and scale to your images.
Focusing on intricate details can help create a compelling photo experience, especially if you are photographing professionally decorated Christmas trees or displays with fine ornamentation.
For instance, you can zoom in on a cluster of ornaments, or a single shining star atop a 20-foot Christmas tree. Capturing minute details give watchers a close-up look at the artistry and craftsmanship that goes into expensive commercial holiday displays.
The bokeh effect refers to creating blurry light circles in the background. It is a holiday photography favourite. To achieve a mesmerizing bokeh effect, one should set their camera to a lower f-stop if you are using a DSLR and try to focus on a nearby subject, like a single ornament or a small portion of your home or commercial Christmas trees.
By doing this the lights in the background will appear as beautiful, blurred circles which are perfect for enhancing the holiday mood in your photos. This effect works well with commercial Christmas lights and commercial LED string lights that have smaller, consistent light points.
Instead of the usual straight-on shots, try capturing photos with different angles. For instance, if shooting a 20-ft Christmas tree try to capture it from below which will give a sense of immense height and glory. On the other hand, always try photographing mall Christmas decorations from ground level though it tempts us to capture it from a height. Shooting from ground level, will make them appear larger than life and will capture shoppers in awe plus adding a candid holiday atmosphere to your shots.
If you are photographing indoor displays, try to use natural light from windows as much as possible. Do this by turning off overhead lights and allowing window light to illuminate your Christmas trees. Natural lights are softer and more flattering than artificial indoor lighting. They help capture the true colors and textures of ornaments and commercial holiday decorations.
If you are going to shoot a massive display, like a 20-foot commercial Christmas tree or giant outdoor Christmas decorations, consider adding people to your frame to show scale. You can ask a child to gaze up at a tall commercial Christmas tree or a couple admiring mall Christmas decorations which can add a heartwarming human touch while also emphasizing the size of the decorations. This technique is very impactful for commercial Christmas displays where the scale is a big part of the attraction.
See our Bilbao Polar Bear.
Exposure bracketing is a technique that involves taking multiple shots at different exposure levels. When you are trying to photograph challenging lighting, like a blend of commercial LED string lights and low-light surroundings, exposure bracketing technique comes in handy. It will help ensure you capture the right balance of light and shadow. You can then use post-processing software to blend these images by highlighting the brightest lights without losing detail in the darker and dull areas.
Holiday decorations often create interesting shadow patterns because they use various kinds of lights and are also lit from different angles. You can create dynamic effects when capturing, by playing with shadows and contrast. You can create a dynamic effect, especially on textured surfaces like trees, wreaths, and walls. Shadows also add depth, which can take a photograph of any large outdoor Christmas decorations appear more three-dimensional and vibrant.
For a fun twist, try to capture a bit of motion in your holiday photos. You can do this by setting a slow shutter speed to show the movement of twinkling lights or create light trails with cars passing by decorated commercial holiday displays. This technique adds an energetic vibe and works particularly well when photographing outdoor Christmas light displays.
Editing can take your holiday photos to the next level. Always try to edit your photos using professional software like Adobe Lightroom or built in Smartphone apps. Try to adjust the brightness, contrast, and saturation to make colors pop. Subtle tweaks can emphasize the glow of giant star decoration and bring out the full detail of your Christmas tree. Just remember to enhance, not overdo—keeping the edits natural will maintain the magic.
The holiday season is all about joy, and that should come through in your photos! Whether you are photographing grand commercial Christmas trees or a cozy home decoration, just remember to enjoy the process. Capture the little imperfections, like slightly off-balanced ornaments or playful shadows. These details often make holiday photos feel more personal and relatable.
Capturing the beauty of holiday displays takes a bit of planning and a willingness to experiment, but the results can be stunning. With these tips, you will be ready to photograph everything from giant Christmas reindeer decorations to intricate mall Christmas decorations with confidence.
Remember, whether you are photographing for fun or capturing professional Christmas displays, the best holiday photos are the ones that evoke the warmth and joy of the season. So, grab your camera, head to your nearest display, and start snapping away!
Classic Displays leads the way in creating stunning, modern commercial holiday displays. From grand installations to elegant lighting, we have designs for every occasion, transforming any space into a festive wonderland filled with light and joy. Let us help you create unforgettable holiday moments with our state-of-the-art decorations. Do not wait—contact us today to make your space shine before the Christmas season slips away!
Oh, and don’t forget to share your photos with us on social media! Tag Classic Displays in your photos and we’ll be sure to check them out!
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